Nordstrom and Target are just two examples of retailers that are experimenting with creative ways to utilize Pinterest. Retailers of all sizes are finding ways to harness the massive user base of this site and drive traffic directly to their own.
One of the ways Nordstrom is using the site is by actually marking items like handbags and shoes in their retail stores with physical tags. And for Target, one approach they're taking is creating collections based around the activity of Pinterest's top users. Pinterest users, also commonly referred to as pinners, aren't only influencing Target. Other brands like Caribou are also making product decisions based on pinner's activity. The coffee brand created a special blend based on what their Pinterest fans expressed interest in.
Why are So Many Retailers Heavily Utilizing Pinterest?
The simple answer to that question is because it works. While plenty of big brands were unsure of the effectiveness of social media as recently as a few years ago, the availability of many different analytics tools means businesses can now see the exact results and ROI they're getting from their social media efforts.
In the retail sector, Pinterest has proven to be especially powerful. A big part of why Pinterest works so well for retail is because its picture-driven nature is ideal for people to look through different items they're interested in, then actually click through and buy. Also, since mobile Internet usage continues to grow at a rapid pace, Pinterest has done a great job of staying ahead of the curve by creating a really compelling mobile experience for their users.
The Basics of Pinterest
In case you haven't had an opportunity to check out the site, its basic functionality revolves around interacting with images. While plenty of people were skeptical when the site launched in 2009, the fact that it gives users the ability to create boards by pinning different images has really captivated users' interest. Users are also quite fond of the ability to follow each other's boards. This type of social interaction has allowed many users to develop reputations as taste influencers.
Since estimates peg Pinterest's user base as 80% female, fashion and beauty products perform especially well on the site. However, due to the fact that boards can be created around any niche, retailers across a wide range of industries have found success in using the site to build audiences and drive potential customers back to their own ecommerce sites.
You don't have to be a massive retailer to get a lot of value out of Pinterest. If you have something to sell, Pinterest can help you connect with potential customers. By taking our online training course for Pinterest, you'll learn how to create a viral page, how to grow your account, the best ways to connect with influencers, what applications will increase your efficiency and much more!
Michelle Hummel is CEO of Web Strategy Plus a full-service digital marketing agency. She was recently nominated for the Woman-Owned Business of the Year! She’s a passionate Social Media Trainer with 15+ years of successful online business development, sales, and marketing experience. She also holds a valuable Internet Marketing Degree however with the ever-changing world of web marketing she strives to learn something new every day.
She travels Nationwide visiting her 22 Social Media Enthusiasts Chapters delivering in-depth social media training. She also provides Social Media Certifications through founding Web Media University. A current contributing editor to The Franchise Dictionary Magazine and she has written 3 books in her series called, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media”, where she shares her best-kept secrets to success. She also specializes in helping Franchisors and Franchisees develop an integrated web marketing program to drive leads. She’s available for interviews via email, telephone, Skype video, news segments on location and more. Just let her know how she can help!